Ensuring your content library is FAST-ready

If you are a media organisation, you are facing the headwinds of a market in transition. This is the result of the shift from traditional broadcast and cable delivery to IP streaming; and business models that reflect:

• declining revenue from broadcast retransmission fees and Pay TV content licensing
• increasing adoption and deployment of streaming services
• decreasing operating margins driving renewed interest in ad revenue. 

This has resulted in the development and launch of Free Ad-supported Streaming TV.  

The FAST ecosystem includes both linear channels (similar to those in the cable TV universe) and video-on-demand. FAST is a business model wherein advertising replaces the need for subscription fees. Many media conglomerates such as Paramount, Comcast and Fox own FAST services (Pluto TV, Xumo and Tubi, respectively), while other media companies have or are planning to launch individual FAST channels (e.g., Nickelodeon’s Dora the Explorer channel) that will be carried by the various service providers. FAST service providers also include device manufacturers such as Samsung, LG, Vizio and Roku. 

FAST channels are available around the clock and, like linear TV, have scheduled commercial breaks. The broadcast TV concept of channel numbers does not exist in the FAST model. Content is organized by genre, placing an increased importance on the quality of descriptive metadata associated with individual programmes. 

This raises the question of whether content and its associated metadata is FAST-ready. The good news for content owners is that they now have a new opportunity to drive incremental content licensing revenue. However, their content sales teams will need a CRM with relevant descriptive metadata about the assets in their content library. Accurate genre, title, keywords and cast are just the tip of the metadata iceberg that will either help drive revenue or hide licensable assets.

The quality of descriptive metadata is critical as content owners review their content archives and consider licensing opportunities associated with FAST distribution of popular series. For example, All3Media licenses Midsomer Murders to a wide international audience via multiple distribution channels. In addition to subscription streaming services such as BritBox and AcornTV, these channels now include multiple FAST services such as Roku TV, Amazon Prime Video’s Freevee and Tubi. Without relevant metadata, content sales teams may not surface the pertinent series and episodes or similar programmes that could lead to incremental revenue.

Data is at the heart of content sales. Metadata provides context about the content’s characteristics, quality and suitability for different markets and buyers. Often the data in a company’s CRM is outdated or incomplete – thus inhibiting licensing of potentially valuable content. In a perfect world, the descriptive metadata would comply with existing industry standards. However, there are no such standards for descriptive metadata and the best approach is to ensure that the metadata serves both the needs of the content sales team licensing the content and the video service acquiring the content. 

The baseline requirements for a descriptive metadata repository that can boost monetisation are as follows: 

1. Content Description: A detailed synopsis of the content, including the plot, genre, target audience, and any unique selling points (USPs). This information will help buyers identify content that is aligned with their channel’s target audience.

2. Production Information: Data about the production of the content, such as the director, producers, cast, crew, production budget, and filming locations. This information often influences the perceived value of the content.

3. Content Length: Information on the duration of the content, whether it’s a feature film, a TV series, a documentary, or a short film impacts distribution and scheduling decisions.

4. Awards and Recognitions: Any awards, nominations, or critical acclaim received by the content can enhance the content’s prestige and marketability.

5. Subtitles and Dubbing: Data on whether the content has subtitles or has been dubbed into multiple languages. This information is crucial for international distribution.

6. Content Type: Whether the content is a feature film, episodic TV series, news programme, sporting event, entertainment event, or documentary series. This determines how it can be distributed and scheduled.

7. Viewer Ratings and Reviews: Data on viewer ratings and reviews from previous releases, including audience feedback and critical assessments. Positive reviews can be used to market the content.

8. Content Comparisons: Comparisons to similar content in the market, especially in terms of genre, style, and thematic elements. Understanding how the content stands out or competes with other offerings is important.

9. Trailer and Promotional Materials: Salespeople often need access to trailers, posters, and promotional materials to showcase the content to potential buyers.

10. Adaptation Potential: Information about the potential for adaptations, spin-offs, or additional content based on the original. This can be relevant for buyers looking to expand a franchise.

Data about the content itself is fundamental in helping salespeople effectively position, market, and sell the content to potential buyers. It aids in matching the content with the right target audience, understanding its commercial potential, and determining its value in the marketplace.

Contact us to learn more about how MetaBroadcast can help you take advantage of new revenue opportunities by validating that your metadata is FAST-ready.